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The profit-driven action sport industry working within the not-for-profit Australian sport system : the case of freestyle BMX Australia and the Australian sports commission

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conference contribution
posted on 01.01.2005, 00:00 authored by H Walker, M Soroka, P Kellett
When not-for-profit organisations and for-profit organisations are forced to work together, conflict can arise. This paper explores the tensions that have resulted in the Australian sport setting when the Australian Sport Commission (ASC), with its emphasis predominantly directed at not for profit sport, sought to embrace the traditionally for profit sport of Freestyle BMX into the mainstream sport system. This case study traces the development and implementation of the ASC's Street Active program through Freestyle BMX. It was found that Freestyle BMX experienced mission drift and did not provide a product or service relevant to its consumers by adhering to the guidelines required by the ASC. Further, in the development of the program, the ASC did not expect the rivalry between suppliers in the free market action sport industry when it engaged three management groups to deliver the Street Active program. As a result the action sport industry is further fragmented into for-profit agencies, and farther removed from the Australia's federal governing agency, the ASC.

History

Title of proceedings

Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference

Event

Australasian Nonprofit and Social Marketing Conference (2nd : 2005 : Melbourne, Vic.)

Pagination

1 - 5

Publisher

Bowater School of Management, Deakin University

Location

Melbourne, Vic.

Place of publication

Geelong, Vic.

Start date

22/09/2005

End date

23/09/2005

ISBN-10

1741560179

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2005, The Author

Editor/Contributor(s)

R Rentschler, J Hall

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Categories

Keywords

Exports